Hershey launched the #MeantToBeShared campaign to celebrate friendship bonds on social media. The campaign, which garnered over 250 comments in just half an hour, highlighted friendship stories including breakup moments and class bunks. Utilizing hashtags like #FriendshipDayReels, Hershey effectively engaged its audience and created a buzz on the internet, adding to its list of successful digital marketing case studies.
The #MeantToBeShared campaign by Hershey continued to resonate with the audience for over 2 to 3 months, with many reposting it for their own birthday celebrations. This extended engagement led to a wide reach, with 4.2 million unique audiences on Instagram and over 1.5 million reels. Impressively, 50% of the traffic was organic, and the brand page experienced a 12% growth as a result of the campaign’s success.